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385 Documents
<![CDATA[The Role of Location, Product Quality, And Service Quality on Customer Satisfaction in The Culinary Sector ]]>
<![CDATA[Orlendo, Enosa khalfani]]>;
<![CDATA[kurniawati, Desi Tri]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.13
<![CDATA[Purpose – This study aims to examine the influence of location, product quality, and service quality on customer satisfaction in the culinary sector. Design/methodology/approach – This study employs a quantitative research design using a survey method. Data were collected from 120 respondents and analyzed to test the proposed hypotheses. The significance of each variable was assessed using t-statistics to determine its effect on customer satisfaction. Findings – The results indicate that location and product quality have a positive and significant effect on customer satisfaction. However, service quality does not have a significant effect on customer satisfaction. These findings suggest that strategic location and high product quality are more critical factors in shaping customer satisfaction in the culinary industry. Originality/value – This study provides originality by empirically examining the comparative influence of location, product quality, and service quality on customer satisfaction within a culinary context. The findings offer practical insights by revealing that location and product quality are stronger drivers of satisfaction than service quality, guiding restaurants in prioritizing their strategic focus. ]]>
<![CDATA[Building Customer Loyalty: The Role of Price Perception, Product Quality, and Packaging Quality ]]>
<![CDATA[Afiffuddin, Muhammad Abyan]]>;
<![CDATA[Hussein, Ananda Sabil]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.3.24
<![CDATA[Purpose – The purpose of this study is to analyze the influence of price, product quality, and packaging quality on customer loyalty at Karya Lestari Farm. Design/methodology/approach – This research employs a quantitative explanatory design. The population consists of consumers of Karya Lestari Farm, with a sample of 180 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing with SPSS version 22 for Windows. Findings – The results indicate that price, product quality, and packaging quality each have a positive and significant effect on customer loyalty. Originality/value – This study provides insight into key determinants of customer loyalty in agribusiness, emphasizing the combined role of pricing strategy, product quality, and packaging design in strengthening long-term customer relationships.]]>
<![CDATA[The Influence of Customer Experience on Interest in Purchasing Game Items on Mobile Legends Mediated by User Game Engagement ]]>
<![CDATA[Saputra, Dimas Candra]]>;
<![CDATA[Parwati, Kardina Yudha]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.3.11
<![CDATA[Purpose – This study aims to examine the influence of customer experience on the intention to purchase game items in Mobile Legends, with user game engagement serving as a mediating variable. Design/methodology/approach – This study employs a quantitative explanatory research design. Data were collected through an online questionnaire from 210 Mobile Legends users in Indonesia who had played the game within the last six months and were at least 18 years old. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. Findings – The results indicate that customer experience has a positive and significant effect on both user game engagement and the intention to purchase game items. User game engagement also has a positive and significant effect on purchase intention and partially mediates the relationship between customer experience and purchase intention. These findings suggest that enhancing users’ in-game experiences can strengthen engagement, which subsequently increases their intention to purchase virtual items. Originality/value – This study contributes to digital gaming and consumer behavior literature by integrating customer experience and user game engagement in explaining purchase intention for in-game items. The findings provide practical implications for game developers in designing engaging gaming experiences that encourage user participation and increase monetization through virtual item purchases.]]>
<![CDATA[Implementation of Clustering Based on Perceived Value in Determining Consumer Segmentation ]]>
<![CDATA[Hakim, Muhammad Adam Daffa Al]]>;
<![CDATA[Hussein, Ananda Sabil]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.10
<![CDATA[Purpose – This study aims to analyze consumer segmentation of Cinta Kacamata, an optical shop in Palembang City, in order to support the development of more effective and targeted marketing strategies in a highly competitive optical industry. Design/methodology/approach – This study employs a quantitative problem-solving research design using cluster analysis. The sample consists of 100 respondents selected through purposive sampling. Data were analyzed using cluster analysis to identify distinct consumer groups based on their characteristics in selecting and purchasing eyewear products. Findings – The results identify four distinct consumer clusters with different characteristics in eyewear purchasing behavior. These segmentation results indicate that consumers exhibit diverse preferences and decision-making patterns, which require tailored marketing strategies based on segmentation, targeting, and positioning (STP) principles. Originality/value – This study provides originality by offering an empirically derived consumer segmentation map using cluster analysis, producing four distinct consumer groups with practical implications for marketing strategy. The findings deliver actionable insights that enable Cinta Kacamata to refine its segmentation, targeting, and positioning in a highly competitive market environment.]]>
<![CDATA[Purchase Decisions Influenced by Product Quality, Price Perception, and Service Quality ]]>
<![CDATA[Yuwanna, Indy]]>;
<![CDATA[Tarigan, Chatarina Yunita]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.3.09
<![CDATA[Purpose – This study aims to examine the influence of product quality, price perception, and service quality on purchasing decisions among consumers who have visited Kopi Pintu Taman at least once or twice. Design/methodology/approach – This study employs a quantitative research design using a survey method. Data were collected through a structured questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 25 to test the relationships between product quality, price perception, service quality, and purchasing decisions. Findings – The results indicate that product quality, price perception, and service quality each have a positive and significant effect on purchasing decisions, with product quality identified as the most dominant factor. These findings suggest that consistent product excellence, fair pricing, and reliable service are key determinants in shaping consumer purchasing decisions in the coffee shop industry. Originality/value – This study contributes to consumer behavior and food and beverage marketing literature by highlighting the combined influence of product quality, price perception, and service quality on purchasing decisions in local coffee shop contexts. The findings provide practical implications for small and medium-sized coffee shop businesses in improving competitiveness through product and service enhancement.]]>
<![CDATA[Urge To Buy Impulsively Among Generation Z: The Influence Of Visual Appeal And Portability With Hedonic Browsing As A Mediating Variable ]]>
<![CDATA[Fakhriyah, Widya Shafanisa]]>;
<![CDATA[Ismail, Taufiq]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.07.
<![CDATA[Purpose – This study aims to examine the influence of visual appeal and portability on the urge to buy impulsively on the Shopee application, with hedonic browsing as a mediating variable among Generation Z users. Design/methodology/approach – This research uses a quantitative explanatory design. A total of 130 Generation Z Shopee users were selected using non-probability judgment sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS. The analysis included outer model testing, inner model testing, and hypothesis testing. Findings – The results show that hedonic browsing has a positive and significant effect on the urge to buy impulsively. Visual appeal and portability also have a positive and significant effect on hedonic browsing. Additionally, visual appeal directly influences the urge to buy impulsively, and hedonic browsing mediates the relationship between visual appeal and impulsive buying intention. Originality/value – This study highlights the role of hedonic browsing as a key mediating factor in shaping impulsive buying behavior in e-commerce, particularly through application design elements such as visual appeal and portability.]]>
<![CDATA[Assessing Salesperson Performance through Selling Capability and Experience ]]>
<![CDATA[Sirait, Johanes Christanto Hasian]]>;
<![CDATA[Ismail, Taufiq]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.3.07
<![CDATA[Purpose – This study aims to examine the effects of adaptive selling capability, customer networking capability, and sales experience on salesperson performance. Design/methodology/approach – This study employs a quantitative research design using a census sampling technique. The sample consists of 73 salespersons from Project ABC at PT. XYZ. Primary data were collected through structured questionnaires and analyzed using IBM SPSS Statistics version 26. Findings – The results indicate that adaptive selling capability, customer networking capability, and sales experience each have a positive and significant effect on salesperson performance. These findings suggest that higher adaptability in sales approaches, stronger customer relationship networks, and greater sales experience contribute to improved salesperson performance. Originality/value – This study contributes to sales management literature by integrating adaptive selling capability, customer networking capability, and sales experience as determinants of salesperson performance in a B2B pharmaceutical context. The findings provide practical implications for companies in strengthening sales force effectiveness through capability development and experience enhancement.]]>
<![CDATA[Purchase Interest In Beauty Industry: Role Of Brand Image, Product, And Promotion ]]>
<![CDATA[Pujiyanto, Bagas]]>;
<![CDATA[Hendrawan, Dimas]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.1.19
<![CDATA[Purpose – This study aims to examine the influence of brand image, product quality, and online promotion on purchase interest in MS Glow facial care products among young consumers in Malang City. Design/methodology/approach – This study employs a quantitative descriptive research design. Data were collected through questionnaires distributed to 170 young consumers in Malang City using a non-probability sampling technique. The data were analyzed using multiple linear regression with IBM SPSS to test the proposed relationships among variables. Findings – The results indicate that brand image and online promotion have a positive and significant effect on purchase interest, while product quality does not have a significant effect. These findings suggest that, in highly competitive beauty markets, consumers’ purchase interest is more strongly driven by brand perception and digital promotional activities than by product quality alone. Originality/value – This study contributes to consumer behavior and digital marketing literature by highlighting the dominant role of brand image and online promotion in shaping purchase interest in the skincare industry. The findings provide practical implications for beauty brands in strengthening digital marketing strategies and brand positioning to sustain consumer engagement and competitiveness.]]>
<![CDATA[Unlocking User Satisfaction: The Dynamic Impact of Service Quality, Brand Image, and Promotion on Gojek and Maxim ]]>
<![CDATA[Lionthiene, Via]]>;
<![CDATA[Rohman, Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.05
<![CDATA[Purpose – This study aims to determine the influence of service quality, brand image, and promotion on customer satisfaction among users of Gojek and Maxim online transportation services in Malang City. Design/methodology/approach – This research uses a quantitative explanatory design. The sample consists of 300 respondents, divided into 150 Gojek users and 150 Maxim users. Respondents were selected using non-probability purposive sampling with criteria of being at least 18 years old, having used the service more than once, and residing in Malang City. Data were analyzed using SPSS 25.0 through ANOVA and multiple linear regression analysis. Findings – The results show that service quality has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users. Brand image has a positive and significant effect on customer satisfaction for both Gojek and Maxim users. Promotion has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users. Originality/value – This study provides a comparative perspective between two ride-hailing services, highlighting differences in how service quality and promotion influence customer satisfaction across platforms in the same market.]]>
<![CDATA[The Influence of Brand Image, Product Quality, And Price on Purchase Intention for Skintific Products ]]>
<![CDATA[Diana Nurfita]]>;
<![CDATA[Basuki, Ananto]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.13
<![CDATA[Purpose – This study aims to analyze the influence of brand image, product quality, and price on the intention to purchase Skintific products. Design/methodology/approach – This research uses a quantitative explanatory design. The sample consists of 84 respondents selected through non-probability purposive sampling. Primary data were collected using a five-point Likert scale questionnaire that had passed validity and reliability tests. After classical assumption testing, the data were analyzed using multiple linear regression with SPSS. Findings – The results show that brand image, product quality, and price each have a positive and significant effect on purchase intention, both partially and simultaneously. Originality/value – This study provides empirical evidence on key marketing determinants of purchase intention in the skincare industry, particularly for Skintific as a leading e-commerce brand, emphasizing the importance of integrated marketing strategies.]]>
